Many friends may have forgotten that there is still the brand Samsung in smartphones.
But actually, Samsung phones are alive and well :
In the global smartphone market, Samsung reached the top for the first time in 2011 and has been ranked first in the world for 12 consecutive years.
In the first three quarters of this year, Samsung was also the first in the world, so if nothing else, the first place this year will still be Samsung.
How did Samsung do it, and what inspiration can it give us?
The share of each brand in the global smartphone market.
Now, when it comes to Samsung phones, everyone may think that it is a distant and unfamiliar thing.
But in fact, 10 years ago, Samsung mobile phones were the hegemon in China, with a market share of up to 219%, ranking first.
But with the rise of domestic brands such as Xiaomi, Lenovo, Huawei, and Coolpad, Samsung's market share is occupied little by little.
By 2015, Samsung had withdrawn from the top 5 in the Chinese market.
Especially in 2016, two things happened that were difficult for Chinese to accept, Samsung was voted with Chinese consumers with their feet and expelled from China.
The first thing is that Samsung treats Chinese consumers with "double standards".
In August of that year, the Samsung Galaxy Note 7 was released, and then the ** incident occurred.
When something like this happens, it's not like the sky is falling for Samsung, because there are standard ways to deal with it in the industry.
Samsung was quick to take action: a global recall, but not China.
Among them, Samsung also issued a statement in response to a Chinese Galaxy Note 7** incident, saying that it was caused by consumers using induction cooker heating.
Transmitted back to South Korea, South Korea ** is another hype, saying that the Chinese are trying to defraud compensation.
Samsung also said that it reserves the right to sue.
It wasn't until the General Administration of Quality Supervision, Inspection and Quarantine intervened strongly that Samsung finally announced on October 11 that it would launch a recall plan for the Chinese version of the Galaxy Note 7 that had been sold.
In addition, Samsung mobile phones have more things to do in the Chinese market.
On October 29 of that year, Samsung held an order fair in Shijiazhuang.
At the meeting, in order to let dealers place more orders, Samsung's Korean executives asked the management of China to kneel down collectively.
It is said that three Chinese employees were reluctant to kneel, and the Korean side directly pressed their hands on the employees' heads and knelt.
Later, Samsung explained that kneeling in Korean culture is actually a big salute and respect for each other.
Because, after the Galaxy Note 7** incident, Samsung's dealers still placed a lot of orders for other Samsung products.
But the Chinese don't think so, we have always knelt down to heaven and earth, kneeling down to parents.
Now, Samsung was detonated again.
Blowing up the machine, forcing Chinese employees to kneel, and refusing to admit it, Samsung stinks in the Chinese market.
Samsung's mobile phones also plummeted in the Chinese market until September 2019, when Samsung shut down the country's last mobile phone foundry.
And now, even if you can occasionally see Samsung mobile phones in domestic stores, I don't think most people will take a second look at them at all.
This also creates the impression that when it comes to smartphones, Samsung is almost never thought of.
But in fact, in the world, Samsung dares to wrestle with the iPhone, and it is overpowered.
Taking the third quarter of this year as an example, according to the data of TechInsights, an authoritative market research agency, Samsung shipped 59.5 million units, accounting for 20% of the global share1%。
Apple's share is 157%, followed by Xiaomi, OPPO, Transsion (that is, Transsion in the following **) The three Chinese brands, the global market share is. 9%。
If you look at it regionally, Samsung has a bigger chance of winning.
Foreign science and technology **wccftech published an article summarizing the largest mobile phone brands in the smartphone market in 171 countries (regions) around the world, of which 51 are iPhones and 25 are Chinese brands (such as Huawei, Xiaomi, OPPO, Transsion, etc.).
And Samsung is the largest mobile phone brand in 95 countries (regions).
The numbers don't lie.
So, you have to admit that Samsung is really not ordinary.
Samsung's market share in some regions.
Seeing this, everyone will have a question: Samsung, why is it okay?
In fact, as long as you have done some business, you know the most simple truth: if something wants to be easy to sell, you must first have something good, and second, you must be able to shout, that is, you can market.
Therefore, we also analyze Samsung from two aspects, the first is "manufacturing".
Don't say it, Samsung phones really have something outstanding.
Across the industry, the hardware of Samsung phones, such as processors, screens, cameras, batteries, etc., is excellent.
Take Apple as an example, as early as 2005, Samsung began to ** memory chips.
About 80% of the screen of Apple phones is produced by Samsung.
Many big-name mobile phone manufacturers in China actually buy chips and screens from Samsung.
The most awesome thing about Samsung is that it has its own complete industrial chain.
Take chips as an example, Samsung is almost the only semiconductor giant in the world that can not only design chips by itself, but also manufacture chips by itself, and even have spare capacity for others to OEM.
It is said that TSMC is a cow, but TSMC is mainly an OEM.
Moreover, even in the field of foundry, Samsung can completely wrestle with TSMC.
In fact, Samsung's mobile phone is backed by the big tree of Samsung Electronics, and it has advantages that other mobile phone manufacturers do not have.
Other mobile phone manufacturers have to import various components from various countries around the world, and even like Apple, they even put the assembly in China.
But Samsung is different.
In addition to using the Android operating system, Samsung's core components can be developed or produced by itself, such as Orion chips, its own OLED screens, NAND flash memory, CMOS sensors and so on.
You have the final say on your own things, you are not afraid of being "stuck", and more importantly, you can plan your own production capacity, better distribution, safe production, and minimize production costs.
Samsung has announced two new ISOCELL image sensors.
The above mentioned the advantages of Samsung mobile phones in manufacturing and production.
The reason why Samsung can dominate the global smartphone market for 12 consecutive years is because:
Samsung will sell, marketing is well done.
One is Samsung's reputation.
Although Samsung's mobile phones were a mess in China and are now unknown, Samsung's brand is a big plus factor on a global scale.
In the pre-smartphone era, Samsung's TVs, cameras, printers, monitors, hard drives, computers, and notebooks were already sold all over the world.
So, it's easy for everyone to accept the Samsung brand.
Even if it's a mobile phone.
Samsung released the SH-100 as early as 1988, and by 2007, Samsung became the world's second-largest mobile phone brand.
Insert a few words here, Samsung's strength lies in its grasp of the general trend, unlike Motorola and Nokia, which were eliminated in the era of smartphones.
Samsung launched the Galaxy S i9000 back in 2010, which caused a huge sensation in the global smartphone world.
By the following year, Samsung's first dual-core phone, the Galaxy S2 (GF-9000), sold 5 million units in less than 3 months.
It also needs to be said that Samsung's global sales network layout is also very powerful.
Samsung has opened "Samsung Experience Stores" in more than 60 countries (regions) around the world, and most of them are operated by Samsung itself.
Another small detail, the ** of the Samsung Experience Store provides web pages in nearly 160 countries (regions) in different languages.
In fact, it is to be closer to consumers.
Of course, the after-sales of Samsung mobile phones is also highly praised in foreign markets.
Therefore, you may be surprised that in the barren place in everyone's impression, the market share of Samsung mobile phones can still be far ahead.
For example, in Fiji, Samsung's market share is 74%, and even Somalia's Samsung has a market share of 719%。
Okay, let's just end it.
Writing this article is not to increase the morale of others and destroy your own prestige.
There are two things I want to say here:
First, we must have a clearer understanding.
China has a population of 1.4 billion and a huge market, which is our advantage.
However, this is not our "killer weapon", and we cannot defeat the enemy in one move all the time.
Second, we must be patient and wait for China's great enterprises to grow.
Now to summarize Samsung's advantages in manufacturing and marketing, it seems that it is a few pages simple, and you can read it in a few minutes.
But in reality, how can there be such a simple thing in this world?
Take Samsung mobile phones as an example, the Samsung Electronics behind it was founded in 1969, and the establishment of Samsung Group dates back to 1938.
In an article four years ago, I analyzed the hardships behind the counterattack of Samsung chips (click "Starting 20 years late, why did South Korean chips break the blockade between the United States and Japan and become the world's No. 1?").to view).
In the case of marketing that we think is relatively simple, it is extremely difficult to find the right marketers to build a large, global sales network.
It is also necessary to understand the political and economic situation, legal policies and cultural traditions of one or two hundred countries, otherwise it will be driven out of the market like Samsung mobile phones in China.
These require continuous trial and error.
Great company takes time to settle.
Therefore, in the face of those news that the sky is full of news that today breaks through the "stuck neck" and tomorrow is the world's leading, we must be a little calmer.
The more cutting-edge technology, the less there is a shortcut, because technology relies on accumulation to achieve iterative upgrading, which needs to be taken step by step.
Give our company more time to precipitate and grow.
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